Penn Racquet Sports (Penn)

Visual Communication | Motion Design

brandon-nogueira-art-director-penn-sustainability-campaign-2024

Overview:

Penn Racquet Sports (Penn), a subsidiary of Head N.V., sought to make a significant impact at the BNP Paribas Open 2024 held in Indian Wells. With a focus on sustainability, Penn aimed to unveil their latest innovation: sustainable tennis ball cans featuring Midori-Bio, an organic additive enhancing biorecyclability. To effectively communicate the environmental benefits of their new packaging, Penn collaborated with a seasoned visual communication and motion graphics expert.

Challenges:

Penn tasked me with creating compelling motion graphic assets to showcase their sustainable tennis ball cans throughout the duration of the BNP Paribas Open. The goal was to educate attendees on the benefits of Midori-Bio and Penn’s commitment to reducing plastic waste, while ensuring the messaging was clear, concise, and visually engaging.

Solution:

We devised a multi-faceted approach to address Penn’s objectives. First, we crafted a captivating 1-2 minute animated video highlighting the features and advantages of the new sustainable packaging. This video looped continuously at Penn’s booth, capturing the attention of passersby and conveying the message effectively. Additionally, we designed educational posters that complemented the animated video, further emphasizing Penn’s dedication to sustainability and the circular economy. Close collaboration with Penn’s and Midori-Bio’s marketing teams ensured the accuracy and effectiveness of the messaging and imagery.

Results:

The integrated visual communication strategy yielded remarkable results for Penn at the BNP Paribas Open 2024. Attendees were drawn to the booth by the captivating animated video, leading to increased engagement and interest in Penn’s sustainable tennis ball cans. The educational posters reinforced Penn’s commitment to environmental responsibility, resonating with environmentally-conscious consumers. Overall, the campaign successfully positioned Penn as a leader in sustainable sports equipment, driving brand awareness and fostering positive associations with sustainability initiatives.